Karbonn Mobiles has been steadily increasing its brand presence over the last four years with sponsorship and partnership of key events such as Champions League Twenty20, Indian Premier League, Mirchi Music Awards and Star Screen Awards. The brand has been in the news for being the title sponsor of CLT20, joining the league of telecom majors Nokia and Airtel. Through the sponsorship, the brand aimed to get visibility among its target audience and launch Karbonn Titanium S9.

“For our latest flagship device – Karbonn Titanium S9, a cutting-edge device which redefines colours by offering 16 million colour output palate – the messaging through the commercial has been communicated very beautifully and in an elegant way,” said Shashin Devsare, Executive Director, Karbonn Mobiles.

The campaign was launched during the Champions League will continue to run for another four to six weeks on GECs and youth channels. The TV campaign is supported with print, outdoor, activation and digital media. The media agency for the brand is ZenithOptimedia.

“This was a real challenging brief as many TVCs have been made to demonstrate colours. We knew that unless it is visually dramatic, no one will be interested to see one more TVC on colour phone. We put equal energy on the track right, which complimented the visuals and the energy of the TVC,” observed Santosh Padhi, Chief Creative Officer and Co-founder, Taproot India.

“This film required an innovative approach to bring out the idea, which is all about ‘colours’. Though it may look pretty simple, we really had a tough time shooting these blasts live on the sets in the limited time we had to deliver the film,” said Razneesh Ghai, Director, Asylum Production House.

Keeping in mind its target audience, the film is colourful, vibrant, has a racy pace and upbeat music, with its tagline of ‘Unleash Colours’.

“The brand personality has elements of quirkiness, and a vibrancy and dynamism of youth, with an international feel that you can see in all the campaigns,” added Padhi.

Taproot India has been working on the account since August last year. It was appointed with an aim to help the brand to engage better with consumers and create a strong brand imagery. Since then, Taproot has worked on seven campaigns for the brand, including the latest one.